Establishing a strong brand identity is like building a healthy relationship – you have to believe in yourself before anyone else can do the same. However, getting your sales team, customer service team and every other department on the same page can easily become an uphill battle. When your employees fail to understand your brand identity, it is nearly impossible to communicate it effectively to your consumers.
To make matters worse, it only takes a single slip-up to lose your customers forever. A simple disconnect between your stated values and the way you do business can quickly diminish credibility.